Digital
content is launched on the brand’s Facebook, Youtube and Twitter accounts. Soap
Creative in collaboration AJF Partnership created their branded video game.
Soap is managing social media for the campaign.
Digital Billboards
APN Outdoor
general manager – sales Mark Fairhurst said: “The Dare Iced Coffee campaign
demonstrates how advertisers can get the best of both worlds from large format
digital. On the one hand you have all the original advantages of large format
advertising; big impact and large-scale reach. Throw in the added benefits of
digital, such as creative flexibility and immediacy, and the potential for
campaigns to really resonate and connect with consumers is limitless.” The
campaign is a partnership between APN Outdoor and media agency Starcom which
runs for 16 weeks. (mUmBRELLA, 2014)
The billboards have
recently targeted Eddie McGuire’s slip of the tongue, which saw him swear
on TV.
Youtube, (2014). Dare 0 A to Z of Bran Fails. [online] Available at: https://www.youtube.com/watch?feature=player_embedded&v=4VCHjw6H6ok [Accessed 24th Oct. 2014]
Chapel St, Billboard. (2014). [Image] Available at: http://www.apnoutdoor.com.au/products/digital-billboards/vic/chapel-street#modal1df39c31102d59591d2aaad6563772fe [Accessed 24 Oct. 2014].
mUmBRELLA, (2014). Dare Iced Coffee takes its #brainfail tactical campaign to outdoor - mUmBRELLA. [online] Available at: http://mumbrella.com.au/dare-iced-coffee-takes-brainfail-tactical-campaign-outdoor-224000#more-224000 [Accessed 24 Oct. 2014].
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